CBA联赛北京赛区观众满意度研究

发布时间：2018-04-16 02:23

本文选题：中国男子职业篮球联赛 + 观众满意度　；参考：《北京理工大学》2015年硕士论文

【摘要】：篮球运动作为一项在中国竞技体育项目中，职业化与市场化运作开展较早、较成功的体育项目，受到越来越多国人的关注和热爱。伴随着中国男子篮球职业联赛（CBA，下同）的不断发展与壮大，诸多如何可以提高赛事服务质量以及提升观众满意度的说法也被多次提及。本文将通过对于如何健全并丰富CBA北京赛区的经营模式、观众期望、赛事产品价值、服务价值、俱乐部及服务人员价值、情感价值的感知利得等方面进行调研和分析，，从而提高CBA联赛北京赛区的观众对赛事本身及附加服务体验的满意度，并努力提高北京赛区篮球市场的活跃程度，最终助力篮球产业的迅猛发展。本文主要以CBA各俱乐部及球队赛事作为研究对象，通过文献研究、问卷调查、数理统计等方法进行研究，研究方向总共设有四个部分：第一部分主要研究顾客满意度、顾客价值及体育赛事营销的相关理论；第二部分将分别介绍CBA和美国男子篮球职业联赛（NBA，下同）的发展现状及其成功经验；第三部分通过对不同人群及北京赛事现场观众的调查进行分析，从观众的角度分析赛事顾客价值感知的要素，暨：服务价值、情感价值、人员价值、精神成本、形象价值、货币成本、产品价值、人力和时间成本。根据对以上因素分析和总结，为更好的开展篮球赛事策略提供依据。第四部分是在学者们研究的基础上，从顾客价值角度提出针对性建议，从而帮助中国男子职业篮球联赛俱乐部及北京赛区实现营销观念上的转变，最终提高观众满意度。
[Abstract]:Basketball as a sports event in China, professional and market-oriented operation of earlier, more and more successful sports, attracted more and more attention and love of Chinese people.With the continuous development and growth of CBA, many suggestions on how to improve the quality of service and the satisfaction of the audience have been mentioned many times.This paper will investigate and analyze how to improve and enrich the business model, audience expectation, event product value, service value, club and service personnel value, perceived gain of emotional value, etc.Thus, the audience of Beijing CBA league matches will be satisfied with the competition itself and the additional service experience, and will make great efforts to improve the active degree of the basketball market in Beijing. Finally, it will help the basketball industry to develop rapidly.In this paper, CBA clubs and team events as the research object, through literature research, questionnaires, mathematical statistics and other methods to study, the research direction is a total of four parts: the first part of the main research on customer satisfaction,The second part will introduce the current situation and successful experience of CBA and American Men's Basketball League respectively.The third part analyzes the factors of customer value perception, such as service value, emotional value, personnel value, spiritual cost, image value, from the point of view of audience.Money cost, product value, manpower and time cost.According to the above factors analysis and summary, for a better basketball game strategy to provide the basis.The fourth part is based on the study of scholars, from the customer value point of view, so as to help the Chinese men's professional basketball league club and the Beijing area to achieve the transformation of marketing concepts, and ultimately improve audience satisfaction.
【学位授予单位】：北京理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G841

【参考文献】